New Metrics Alert: on Amazon Advertising Console ??
Brent Zahradnik
CEO & Founder, AMZ Pathfinder | Expert in Amazon Ad Strategies for Profitable Growth | Host of Beyond PPC Podcast | Co-Mentor, Core Community
Hot off the Amazon Grill???
How Inventory Statuses Impact Your Amazon Advertising
One of the little talked about but massively important things related to a brand's ability to run advertising effectively is inventory. If you don’t have products in stock, you can’t advertise them. At least typically, because reality is a bit more complex. There are several inventory statuses that exist in a grey area and not all brands fully understand their impact on advertising. In this video, I take just 5 minutes and clear all of that up, bringing you the scoop on the relationship between Amazon advertising and inventory. On another note, we're rebooting our YouTube channel! We'd appreciate a boost in the algorithm with your likes, subscriptions, and comments. ????
And here's my commitment... I'll drop a new video every week in Q4. Exciting? Subscribe now
Why Successful Amazon Advertisers Prioritize Regular Monitoring and Seasonal Tweaks
The shrewd advertisers are not just setting up their campaigns and hoping for the best. Nope, they are keeping a hawk eye on their campaigns, tweaking them with the shifts in demand as the seasons change. Afterall, the best CPC bid is the bid that is changing to adapt.
We unravelled the art of vigilant campaign monitoring that sits at the core of ROI and sales optimization.
It's more than just a cursory glance at how your campaigns are performing. It's about dissecting data, scrutinizing every click-through rate, and ensuring your budget is sprinting on a treadmill of efficiency.
But wait… the act doesn't end here; cue in seasonal tweaks that align your advertising to the rhythm of the market's heartbeat.
We also delved into the magic that seasoned Amazon account managers bring to the table. With a knack for predictive analysis and real-time campaign tweaks, they're the unsung heroes making sure your advertising game is not just on point, but thriving.
Nerd Lounge???
New Metrics in the Advertising Console
Last month, Amazon rolled out a bunch of new metrics in the Advertising Console. These offer deeper insights into campaign performance and should help us all on our ad optimization journey. Some of them seem like they should’ve been there all along! Let's look at a few favorites
Add to cart
This is a critical link in the conversion chain as it happens between a click on a listing and an is actual sale. A shopper adding to the cart a t is showing their intent to complete the purchase, but not all of those who add to the cart, end up purchasing. This metric can tell us which campaigns lead to higher add to carts, and if those actually end up resulting in orders. Understanding the dropoff between those two steps opens up new opportunities for strategizing.
Units Sold
The distinction between Orders and Units is small but important. Depending on the nuances of the product catalog, we’ve been forced to do the math in order to back out how many Units have been sold. Shoppers don’t always buy the item they clicked on an ad, which further complicates the matter. With this metric added, we can easily see what types of campaigns are effective at cross-selling or increasing AOV by boosting unit sold count.
Branded Searches
If you have a few years of ecom success on or off the Amazon marketplace you probably benefit from brand awareness. A subset of shoppers are searching specifically for your products by including your brand name. Measuring if that number of shoppers is increasing is a good way to gauge if advertising is having any impact on brand recognition or loyalty (two very good things!). This metric becoming available gives us that data point. These are all very exciting but we’re still waiting on a few other metrics to make their grand entrance (I’m looking at you, conversion rate)
Save The Date???
Seller Velocity Conference (October 11-12) in New York City, New York
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Set in Midtown Manhattan's iconic Blue Gallery, this event is more than just experts talking to you from on stage, it's about small-group interactive breakout sessions and conversation. It’s a deep dive into the realm of e-commerce, infused with the spirit of NYC.
领英推荐
But wait, there's more! The exclusive VIP day promises an escape from the city's hustle, leading you to a secret location for outdoor activities, networking sessions, and a VIP dinner (we all know the best conversations happen at dinner). And with spots limited to ensure a close-knit experience, this isn't your run-of-the-mill conference. It's a chance to recharge, recalibrate, and elevate your Amazon game. ??
The Canton Fair (October 24-November 2) in Guangzhou, China
The Canton Fair is back in Guangzhou, China! Think of it: a massive expo space, teeming with 60,000+ suppliers and exclusive products you won’t find online. But there's a bonus - the 'Amazing in China Sourcing Trip' led by Amy Wees. All the logistics, networking, and even city tours, handled! But heads up, ticket sales wrap up on September 30. Ready to take the plunge?
Amazon Trending Tidbits???
Amazon Cancels Extra 2% Fee for Merchants Using SFP
Just when you thought the Amazon rollercoaster couldn’t get any wilder, here comes a twist. Remember the 2% fee Amazon planned to levy on our Seller Fulfilled Prime (SFP) comrades? Poof! It's gone!
Amazon's doing a backflip amid an escalating antitrust investigation, deciding that extra fee is a spotlight they could do without.
Initially, this fee was seen as Amazon’s cheeky way of nudging sellers towards its delivery services. But with a federal antitrust case, this fee went from a 'nudge' to a 'no-go'. ??
Here's the scoop: The 2% fee was set to kick in on Oct. 1 but faced a wave of backlash from sellers and consultants alike. Now, with the antitrust hounds barking louder, Amazon's pulled the plug, attributing this change of heart to 'merchant feedback'. It's nice to be listened to!
This fee cancellation could be a small win in the larger battlefield where sellers jostle for a fair play.
Prime Video Ads coming to the UK in 2024
Grab your popcorn because Prime Video is rolling out the red carpet for ads in 2024. Remember when we could dive into a thriller without those pesky interruptions? Well, Amazon's cranking up the volume with Prime Video Ads, but hey, it's not all buzzkill.
The whispers began when Amazon Ads hinted that 89% of us are game for engaging ads if they keep the subscription costs down. And just like a plot twist, they've unveiled a premium ad-free option for the ad-averse among us.
Here's the scoop: the ad invasion won't be as relentless as the traditional TV barrage. Imagine sipping your tea with a side of ads before the main event rolls. A tad annoying? Maybe. But with no hike in the Prime membership fee and some stellar Prime Originals in the pipeline, it's a trade-off worth mulling over.
Dive deeper into this reel drama and discover how your Prime evenings might just get a tad more...commercial. ??
Thanks for reading!
- Brent
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